Glocalisation of Chinese Marketing in 2020

February 5, 2020 The Shard Topic Category

Who It's for

Come and join us to learn the “Glocalisation” of Chinese marketing in 2020 and approaches to activating overseas & inbound Chinese audiences.

Our 2020 Glocalisation of Chinese Marketing Masterclass is focused on helping businesses & brands get the most out of their approach to marketing to Chinese audiences in mainland China, as well as overseas.

Suitable for professionals in industries including Luxury, Fashion, Beauty, Education, B2B, Medicine, Property,etc.

Whether you are looking to engage Chinese audiences globally or activating Chinese consumers locally this masterclass is perfect for you!

Workshop Outline

Chinese consumer expectations and behaviours have changed massively in the last 2 years and in 2020 businesses need to adapt strategically to get ahead of the competition and make the most of rapidly increasing inbound Chinese consumer opportunities.

Our two-hour digital masterclasses are held in London. We pride ourselves on providing a warm and welcoming space where brands can not only learn but also enquire, challenge and interact with both our expert team and other attendees. In order to ensure each attendee gets the best possible experience we limit our masterclasses to just 30 attendees (maximum of 2 from each company).

Our masterclass contains all the content brands need when defining their brand and channel strategy, looking to improve their outreach and execution and working to overtake their competition.



09:15– 09:30 Registration, coffee and introductions

09:30 – 10:00 Implications of a local Chinese approach & a global approach to Chinese marketing

10:00 – 10:30 Leveraging a ‘glocal’ approach to marketing – how to activate with your inbound Chinese audiences

10:30 – 10:45 Coffee Break 

10:45 – 11:00 Leveraging KOLs, KOCs as part of a glocal strategy

11:00 – 11:15 Opportunities for 2020, challenges & key trends for Chinese digital marketing

11:15 – 11:30 Q&A

11:30 – 12:00 Networking & Individual Q&A with EC experts 


Please RVSP at the Eventbrite link below.

Our event will be held at The Shard, there will be delicious bites and healthy snacks provided for attendees on site as well as hot drinks (coffee, tea, etc).

We look forward to you joining us!

If you need more information on whether this masterclass is right for you please contact [email protected]

The Team at EC.


What You'll Learn

  • Implications with a local Chinese approach for brands
  • Implications with a global approach to Chinese marketing
    • Insensitivity to Chinese culture & politics
    • There is no “one” global Chinese consumer
  • Leveraging a ‘Glocal’ approach to marketing- activating inbound Chinese audiences 
    • The 4 key Chinese inbound consumer groups
    • How do you connect with inbound Chinese audiences?
  • Leveraging KOLs, KOCs as part of a glocal strategy
    • What you need to know when working with KOLs/ KOCs
    • Case Studies
  • Opportunities for 2020, challenges and key trends for Chinese digital marketing


Domenica di Lieto


More than 25 years of sales and marketing experience, with a specialisation in marketing in China, Domenica is in great demand as a public speaker on all elements of Chinese consumer communications. As a recognised Chinese digital consultant to a number of large brands, Domenica leads her team ensuring the best quality work in the industry.

Marie Tulloch

Senior Client Services Manager

Marie, who is fluent in Chinese, heads up our inbound marketing division, managing and leading a team of account managers.

She joined us from a Chinese digital agency in Beijing. Marie brought with her in-depth knowledge of the Chinese digital landscape and experience in aiding European clients to enter and manoeuvre in the Chinese market.

This, coupled with Marie’s passion and ability to articulate to Western clients the opportunities and threats in China, makes her a real asset to our team.

Marie’s team is a regular contributor within the Trade Press and provides in-house training for clients.



The Shard
The Shard
Floor 24
London Bridge Street

Book Now - Limited Availability